Chapter 5 Marketing

________ refers to the practice of including ethnic themes within a company's mainstream marketing. A) Cross-cultural marketing B) Buzz marketing C) Viral marketing D) Guerilla marketing E) Cause marketing

A) Cross-cultural marketing

A(n) ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. A) stimulus B) motive C) cue D) perception E) attitude

B) motive

During which stage of the business buying process is a buyer most likely to conduct value analysis by carefully studying components to determine if they can be redesigned, standardized, or made less expensively? A) general need recognition B) product specification C) proposal solicitation D) order-routine specification E) performance review

B) product specification

A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a(n) ________. A) membership group B) reference group C) laggard D) subculture E) late-majority adopter

B) reference group

Which of the following is a psychographic characteristic of a consumer? A) gender B) age C) lifestyle D) occupation E) economic status

C) lifestyle

________ is the degree to which an innovation may be tried on a limited basis. A) Divisibility B) Compatibility C) Communicability D) Relative advantage E) Complexity

A) Divisibility

________ refers to the unique psychological characteristics that distinguish a person or group. A) Personality B) Lifestyle C) Status D) Attitude E) Role

A) Personality

________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands. A) Selective retention B) Selective distortion C) Selective attention D) Restraint bias E) Subliminal perception

A) Selective retention

In which of the following stages of the buyer decision process does a consumer compare multiple products with similar attributes? A) alternative evaluation B) need recognition C) information search D) purchase decision E) postpurchase behavior

A) alternative evaluation

Opinion leaders are also known as ________. A) lagging adopters B) leading adopters C) early mainstream adopters D) late mainstream adopters E) barnacles

B) leading adopters

Which of the following is true of business markets? A) The business marketer normally deals with far more but far smaller buyers than the consumer marketer does. B) Business markets generally involve far less money and items than do consumer markets. C) Business demand is derived demand as it ultimately derives from the demand for consumer goods. D) A small percentage decrease in consumer demand can cause a large increase in business demand. E) The total demand for business products is much affected by price changes in the short run.

C) Business demand is derived demand as it ultimately derives from the demand for consumer goods.

________ is the degree to which an innovation is difficult to understand or use. A) Relative advantage B) Compatibility C) Complexity D) Divisibility E) Communicability

C) Complexity

Which of the following generally increases the total demand for business products? A) an increase in product price B) a reduction in the number of business buyers C) an increase in consumer demand D) low buyer demand E) high production costs

C) an increase in consumer demand

_____ is the degree to which an innovation fits the values and experiences of potential consumers. A) Relative advantage B) Divisibility C) Complexity D) Compatibility E) Communicability

D) Compatibility

_______ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself. A) Latent innovators B) Early adopters C) Early mainstream adopters D) Lagging adopters E) Late mainstream adopters

D) Lagging adopters

According to Maslow's hierarchy of needs, which of the following is true? A) The most pressing needs are placed at the top of the hierarchy. B) Physiological needs include a sense of belonging and love. C) An individual will try to satisfy least pressing needs first. D) Lower-level needs are fulfilled before higher-level needs. E) All needs in the hierarchy are biological needs.

D) Lower-level needs are fulfilled before higher-level needs.

________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying separate products and services from several suppliers. A) Modified rebuy B) Straight rebuy C) New task buying D) Systems selling E) Supplier development

D) Systems selling

The most effective sources of information about a product tend to be ________ sources. A) commercial B) public C) experimental D) personal E) paid

D) personal

________ is the degree to which the results of using an innovation can be observed or described to others. A) Relative advantage B) Compatibility C) Complexity D) Divisibility E) Communicability

E) Communicability

Which of the following do organizational buyers use when they want to connect with important suppliers and create direct procurement accounts? A) extranet links B) intranet links C) search engines D) trading exchanges E) reverse auctions

A) extranet links

Which of the following is a social factor that influences consumer buying behavior? A) family B) life-cycle stage C) economic situation D) personality E) occupation

A) family

In which of the following stages of the adoption process does a consumer seek information about a new product? A) interest B) adoption C) evaluation D) awareness E) trial

A) interest

Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand? A) brand perception B) brand architecture C) brand personality D) brand loyalty E) brand equity

C) brand personality

A(n) ________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. A) role B) cue C) drive D) attitude E) motive

D) attitude

According to Sigmund Freud's theory, a person's buying decisions are ________. A) easily revealed through online marketing surveys and questionnaires B) affected by motives that the person is completely aware of C) always driven by the need for status and independence D) motivated by needs that are arranged in a hierarchy E) affected by subconscious, hidden motivations

E) affected by subconscious, hidden motivations

Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect? A) information search B) situational analysis C) alternative evaluation D) purchase decision E) postpurchase behavior

E) postpurchase behavior

GenX, a manufacturer of sport motorcycles, is seeking a new supplier of motorcycle headlamps and brake lights. After searching trade directories, GenX invites five different suppliers to make formal presentations about how their solutions can create greater value for GenX than competing solutions. GenX is currently in the ________ stage of the business buying process. A) problem recognition B) general need description C) product specification D) supplier search E) proposal solicitation

E) proposal solicitation

Jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in the order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next? A) postpurchase behavior B) evaluation of alternatives C) information search D) need recognition E) purchase decision

E) purchase decision

Which of the following is the means by which companies post purchase requests online and invite suppliers to bid for their business? A) extranet links B) intranet connections C) trading exchanges D) traditional procurement E) reverse auctions

E) reverse auctions

A(n) ________ reflects the general esteem given to the different roles of a person by society. A) motive B) attitude C) belief D) tradition E) status

E) status

According to Maslow's hierarchy of needs, which of the following is most likely an esteem need? A) love B) security C) hunger D) self-development E) status

E) status

________ are minor stimuli that influence where, when, and how a person responds to an idea. A) Cues B) Drives C) Motives D) Needs E) Attitudes

A) Cues

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others. A) Opinion leaders B) Late mainstream adopters C) Strangers D) Barnacles E) Lagging adopters

A) Opinion leaders

______ is the degree to which an innovation appears superior to existing products. A) Relative advantage B) Compatibility C) Complexity D) Divisibility E) Communicability

A) Relative advantage

Which of the following is a personal factor that influences a consumer's buying behavior? A) life-cycle stage B) motivation C) status D) family E) social networks

A) life-cycle stage

A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) ________. A) modified rebuy B) new-task situation C) straight rebuy D) dual distribution channel E) exclusive distribution channel

A) modified rebuy

Which of the following is the first stage of the buyer decision process? A) need recognition B) information search C) alternative evaluation D) purchase decision E) postpurchase behavior

A) need recognition

Voorhees' Farms raises chickens. For years, it has used wooden coops for hauling its poultry to market. When the owner, Jason Voorhees, went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Which stage of the business buying process was Voorhees in when he decided to replace his old coops? A) problem recognition B) general need description C) product specification D) product value analysis E) performance review

A) problem recognition

________ is a discomfort caused by postpurchase conflict. A) Selective retention B) Cognitive dissonance C) Selective attention D) Restraint bias E) Subliminal perception

B) Cognitive dissonance

Alice is shopping for a new car, and she has narrowed her decision to a Honda Accord and a Toyota Camry. Both sedans have similar features and prices, but Alice decides to purchase the Honda based on her intuition. Which of the following situations would most likely cause Alice to experience postpurchase dissonance? A) The price of the Honda Accord increases by a huge margin. B) The price of the Toyota Camry falls due to an increase in demand. C) The Honda Accord meets all her expectations and satisfies her needs. D) The Toyota Camry experiences technical failures that lead to a recall. E) The maintenance costs of the Honda Accord decrease significantly over time.

B) The price of the Toyota Camry falls due to an increase in demand.

A(n) ________ becomes a motive when it is directed toward a particular stimulus object. A) cue B) drive C) response D) belief E) attitude

B) drive

A marketing firm has been assigned the task of watching trends in personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ________. A) social network usage rates B) economic situations C) occupational needs D) purchasing perceptions E) brand affiliations

B) economic situations

In a straight rebuy, a buyer ________. A) wants to obtain the same product from a lower-priced supplier B) reorders something without any modifications C) considers a product or service for the first time D) needs a modified product to suit new requirements E) finds new ways to add value to the same product

B) reorders something without any modifications

Which term refers to the activities a person is expected to perform according to the people around him or her? A) motive B) role C) cue D) status E) attitude

B) role

People tend to interpret new information in a way that will support what they already believe. This is called ________. A) selective retention B) selective distortion C) selective attitude D) selective attention E) selective learning

B) selective distortion

Which of the following is an experiential source of product information? A) salespeople B) using the product C) Internet searches D) packaging E) mass media

B) using the product

In which of the following stages of the adoption process does a consumer consider whether trying a new product makes sense? A) interest B) adoption C) evaluation D) awareness E) trial

C) evaluation

Which of the following is most likely a true statement about social class? A) Members of a social class vary drastically in their values, interests, and behaviors. B) In the United States, the lines between social classes are fixed and rigid. C) Social classes show distinct product preferences in areas such as clothing. D) Wealth is a more important variable than education in measuring social class. E) Consumers of the same age belong to the same social class.

C) Social classes show distinct product preferences in areas such as clothing.

Which of the following types of marketing involves creating opinion leaders to serve as brand ambassadors to spread the word about a company's products? A) social marketing B) traditional marketing C) buzz marketing D) direct marketing E) values marketing

C) buzz marketing

Which of the following sources of product information can marketers control completely? A) public sources B) personal sources C) commercial sources D) experimental sources E) experiential sources

C) commercial sources

Which of the following is a commercial source of product information? A) acquaintances B) family and friends C) dealer Web sites D) consumer rating organizations E) Internet searches

C) dealer Web sites

Fred's faith in his favorite brand makes him consider new initiatives and products introduced by the brand. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community. Fred is best described as a(n) ________. A) lagging adopter B) innovator C) early adopter D) early mainstream adopter E) late mainstream adopter

C) early adopter

Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available in the same price range. Bill is in which of the following stages of the buyer decision process? A) purchase decision B) need recognition C) postpurchase behavior D) information search E) alternate evaluation

C) postpurchase behavior

Mike's, a chain of department stores, regularly purchases plastic bags from a certain supplier. The store decides to switch to less expensive bags made of biodegradable plastic. The change will promote an environmentally-friendly image for the department store and cut costs. This approach to cost reduction most likely occurred in the ________ stage of the business buying process. A) problem recognition B) general need description C) product specification D) supplier search E) proposal solicitation

C) product specification

A company regularly purchases cleaning supplies from a vendor and orders relatively consistent amounts of the same products on each purchase from the same vendor. This is an example of a(n) ________. A) modified rebuy B) new task situation C) straight rebuy D) dual distribution system E) exclusive distribution system

C) straight rebuy

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________. A) pushing one-way commercials at customers B) identifying and targeting late adopters C) developing print and radio advertisements D) generating person-to-person brand conversations E) withdrawing from online social networks

D) generating person-to-person brand conversations

Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find something in her budget. In this case, Becca is most likely in the ________ stage of the buyer decision process. A) product evaluation B) alternative evaluation C) need recognition D) information search E) purchase decision

D) information search

Which of the following needs in Maslow's hierarchy is generally satisfied last? A) physiological needs B) social needs C) esteem needs D) self-actualization needs E) safety needs

D) self-actualization needs

Which of the following statements about buying centers is true? A) The buying center is a fixed and formally identified unit within a buying organization. B) Roles in the buying center are specified in the organizational chart of a firm. C) The CEO of an organization is always the decision maker in a buying center. D) An individual's role in a buying center does not change with time. E) Some buying centers involve informal participants.

E) Some buying centers involve informal participants.

Which of the following is most likely the final stage of the business buying process? A) problem recognition B) product specification C) proposal solicitation D) order-routine specification E) supplier performance review

E) supplier performance review